From February 10 to 14, 2025, the Brazilian Confederation of Agriculture and Livestock (CNA), through the Agro.BR Project, organized a trade mission to Dubai to promote Brazilian coffee in the Middle Eastern market. The delegation, consisting of ten Brazilian rural entrepreneurs, attended the World of Coffee Dubai 2025 fair and visited local roasters and cafés.
Participation in the World of Coffee
During the three-day event, the producers had the chance to explore the fair, find our industry innovations, identify local partners, and participate in business meetings with potential international buyers. Rodrigo da Matta, CNA’s Commercial Promotion Coordinator, highlighted that more than 200 meetings were held, with an estimated business potential of US$ 9.6 million over the next 12 months. He commented:
“Participating in this international sectoral event was a way to connect coffee producers with international buyers, roasters, and distributors, enabling the trading of their coffee worldwide.”
Rosi Bandera, CNA’s International Relations Advisor, emphasized the importance of Brazil’s presence in Dubai: “Dubai has a very unique trait when it comes to coffee. Shopping malls and commercial centers are filled with cafés, so why wouldn’t Brazil be present in the Emirates, especially since Dubai sets cultural trends due to its modernity?”
Technical Visits and Local Interactions
On February 13 and 14, the delegation participated in technical visits to several roasters and specialized labs, including the Grandmother Coffee Roastery, Experience Lab by Nuova Simonelli and Victoria Arduino, DMCC Coffee Centre, and Roasteria. Producers had the chance to show their coffees in cupping sessions and receive direct feedback from local professionals.
Maria Soraia Guimarães, a producer from Serra do Salitre (MG), shared her view: “It was an incredible experience. My coffee was part of the cupping, and I only received compliments from those who tasted it. I’m grateful for the invitation from CNA to be part of the mission, and I would love to participate again if another opportunity arises.”
Daniele Alkmin Carvalho, from Santa Rita do Sapucaí (MG), noted the significance of investing in specialty coffees: “The world expects this from us. Brazilian coffee is everywhere, and the demand in Dubai is huge. At gatherings with friends and family, as well as in happy hours, coffee is always present.”
Expansion and Future Opportunities
Rodrigo da Matta underscored that the mission provided a broad understanding of the Middle Eastern market and that Brazil had a strong role at the fair. He mentioned that new projects are already being developed for the coming months.
Ana Frucci, CNA’s Representative in the UAE, highlighted the growth of the coffee market in the region: “We’ve seen a robust increase in the number of cafés and roasting facilities, indicating a growing market with significant potential for expansion.”
What is the AgroBR Project?
The AgroBR Project is an initiative by CNA in partnership with ApexBrasil (the Brazilian Trade and Investment Promotion Agency). Its goal is to increase the participation of small- and medium-sized Brazilian farmers in international markets. The program focuses on training, guidance, and the trading promotion of Brazilian agricultural products, helping producers access new markets and expand their businesses.